According to Gatorade's latest commercial "Every Game Needs a Hero" just in time for the Superbowl, the only female sport worth advertising is women's tennis. There are four sports represented: football,baseball, basketball, and tennis. Conspicuously missing: The WNBA, OLYMPIC WINNING women's softball, and women's soccer among others!? I could tell that if there was even one woman on their creative team, she was obviously dick-whipped. The 100% testosterone-driven, monosyllabic team of Jon, Doug, Ron, Steve, Rob, Bob, and Red felt it was vitally important to show male-dominated sport images at least 13x compared to the homogeneous image of the SAME woman in a tight skirt 4x!! Not only is it the same woman in every shot, but she is the quintessential sex symbol with long, flowing blond hair, cleavage baring tank top and tennis skirt. Where are Serina and Venis Williams--Are they inconveniently too black and powerful to be seen as sex objects and/or good athletes? After my daughter (with a fractured fibula) and I sat there and counted up the discrepancies in gender and race images, I advised her to change her sport. The only way female athletes will make money professionally in the United States is if they are shaking that T & A, posing for MAXIM half-clothed, or working the streets as a prostitute and they obviously won't be working for Gatorade's ad department!Why doesn't Gatorade be a little more obvious with their point and just show random images of scantily clad cheerleaders bending over front and back view. Now THAT would sell some sports drink!
BTW---My daughter happens to love Gatorade and drinks it frequently, but I may consider switching to the generic electrolyte beverage---I'll save money and my fucking blood pressure! Gatorade doesn't need little sport girl funding for their brand, they apparently get plenty of income from big sweaty guys in tight pants (don't get me wrong--I like a big sweaty guy in tight pants as much as the next gal and sexual imagery has its place--just not on the playing field).
Gatorade should change their slogan to "Every Gatorade Ad Needs a Woman's Input" or the more appropriate: "Every Gatorade Exec can Kiss my Irish Ass!"
